Matsubara Yu

マツバラユウ | Matsubara Yu

Affiliation and department：
Job title： Assistant professor

Research field (1)： Commerce

Research keywords (2)：消費者行動 , マーケティング

Research theme for competitive and other funds (3)：

2023 - 2026 既存プラットフォーム企業が存在する製品・サービス市場への参入戦略に関する研究
2022 - 2023 有料ファンクラブの会員であることによる所属欲求の充足と幸福感の関係の検証:3時点パネルデータによる因果関係の検証
2019 - 2020 高校野球地域代表チームのファンコミュニティの解明 -ソーシャルネットワーク・クオリティの特性に着目して-

Papers (6)：

Yu Matsubara. Happiness and Well-Being of Consumers in Brand Research: Constructs, Antecedents and Consequences. Quarterly Journal of Marketing. 2024. 44. 1. 68-75
Yu Matsubara. Brand community identification retention and its impacts on future outcome factors: An Examination by three-point longitudinal survey. Studies on Commodities. 2024. 64. 3・4. 1-17
Yu Matsubara. High School Baseball in Okinawa: Focusing on Sport Consumer Behavior and Historical Perspectives. Japanese Journal of Lifelong Sports. 2023. 19. 2. 21-28
Yu Matsubara. Does belonging to brand community increase members’ life satisfaction? A test in professional sports. 2023. 29. 1_2. 2_75-2_97
Yu Matsubara. Can consumer identification and happiness prevent their brand switching behavior? Examining through longitudinal study. JSMD Review. 2022. 6. 2. 31-40

ｍore...

MISC (1)：

Yu Matsubara. The Asian Association for Sport Management Conference 2018. Japanese Journal of Sport Management. 2019. 11. 1. 47-51

Lectures and oral presentations (15)：

プロスポーツチームが本拠地住民に提供する消費経験:消費経験クオリティの包括的概念モデルと結果要因の検討
(日本生涯スポーツ学会第26回大会 2024)
ブランドに対する公共性の知覚は何をもたらすのか?:プロサッカーチームを対象とした検証
(第68回消費者行動研究コンファレンス 2024)
“Spectator sport tourism development makes me happy!”: Psychological Processes of Local Residents in Island Region
(SEAMA 2024: Islands Tourism & Hospitality Management 2024)
ブランド消費による幸福感の結果要因:ブランド消費に関連する2種類の幸福感に関する検証
(第66回消費者行動研究コンファレンス 2023)
The Impacts of Spectator Sport Tourism Development in Island Regions: An Examination of Predictors and Consequences
(SEAMA 2023: Islands Tourism & Hospitality Management 2023)

ｍore...

Education (4)：

2021 - 2024 Tokyo Metropolitan University
2020 - 2021 Waseda University Graduate School of Sport Sciences
2018 - 2020 Waseda University Graduate School of Sport Sciences
2014 - 2018 University of the Ryukyus

Professional career (2)：

Master of Sport Sciences (Waseda University)
Ph.D. in Business Administration (Tokyo Metropolitan University)

Work history (3)：

2024/04 - 現在 Kwansei Gakuin University School of Business Administration Assistant professor
2023/04 - 2024/04 Saitama Gakuen University Lecturer
2021/04 - 2023/03 Nippon Sport Science University

Committee career (3)：

2024/04 - 現在日本観光経営学会次世代フォーラム実行委員会
2024/04 - 現在日本観光経営学会大会委員会
2024/03 - 現在 SEAMA Island Hospitality & Tourism Management Organizing Committee Board Member

Awards (1)：

2022/10 - Japan Association for Consumer Studies 第22回JACS-樫尾俊雄論文プロポーザル賞最優秀賞

Association Membership(s) (6)：

日本観光経営学会 , Japanese Society of Lifelong Sports , Japan Society of Marketing and Distribution , Japan Society for Commodity Science , Japan Marketing Academy , Japan Association for Consumer Studies

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